Legend has it that when Toyota created the Lexus brand they sent a group of executives to live in Laguna Beach, CA to immerse themselves in the California lifestyle and get an understanding of what the potential Lexus buyer might desire. So Lumarai Wheels chose a designer who lived in Laguna Beach, CA to design the first Lumarai wheel. We even called the wheel the Morro, after El Morro Beach, the first beach you see when driving south on Pacific Coast Highway and enter the town of Laguna Beach. Besides the fact that it's fun designing wheels, why did the founders of Lumarai create an entire wheel brand just for Lexus? There are several very good technical reasons why Lexus requires a wheel made to fit only Lexus vehicles: